The latest finding of SuperAwesome children’s ecommerce study has revealed that despite the sharp rise of ecommerce activity in the region, Southeast Asian children don’t spend much online. According to the ‘kids safe’ digital marketing platform, Southeast Asian kids are also far more likely to spend money on snacks or confectionary than books compared to children in the West.
64% of 6-14 year old’s in the region claim never to make purchases online or spend their pocket money on digital products.
In the study of 1,800 kids in Indonesia, Malaysia, Singapore, Thailand and Vietnam by kids platform SuperAwesome, on average 65% of 614 year old’s claim to spend their pocket money on drinks and snacks, and only 44% spend on toys and less than 15% on computer games.
Contrast to British kids of the same age, who favor spending their pocket money on games (63%), clothes (45%) and eating out (33%).
Brand awareness of snacks and meal brands such as KFC and McDonald’s in Southeast Asia is far higher (75%) than of global toy brands (35%) such as My Little Pony and Hot Wheels. Singapore and Malaysia are the exceptions, as the kids there are familiar with toy brands such as Lego.
Vietnam stands out as a market where books are a popular item for kids to spend pocket money on, Thailand for eating out and Indonesia for drinks, snacks and confectionery. Quan Nguyen, director of SuperAwesome, said this is because FMCG companies were much earlier to enter ASEAN markets and toy brands have been sold through local distributors and have far smaller marketing budgets.
Thailand is the only country where kids do spend money on apps.
Digital activity is low among youngsters in the region because you don’t need to go online to buy snacks and online spending, particularly for kids under the age of 13, starts with parents, however this may change with apps like PokemonGo. The trust of online transactions remains relatively low and cash is still the preferred payment method in fear of fraud. Plus, many shops load free apps for customers on to your phone without the need for an account or a credit card.
A version of this appeared in Mumbrella Asia on August 9. Read the full article here.